1. How does the media persuade us?
Media Strategies
How does the media persuade us?

2. 1. Bandwagon
Bandwagon is an appeal to the subject to follow the crowd, to join in because others are doing so as well. “Everyone else is doing it…”

3. 2. Cartoons or cute characters
Why does this strategy work?
What other strategies are evident on this box of cereal?

4. 3. Celebrity endorsement

5. 4. Emotional Appeal
And of course…
THIS ad

6. 5. Facts and Figures
The media use facts and figures in order to show credibility. They convince you of something by showing you data, however, this data can be misleading or can exclude important information.

7. 6. Gender or Sex Appeal Why does this appeal to people?
How does it appeal to men? To women?
Are there differences in how both genders react to advertisements?

8. 7. Name calling
Usually found in political ads, name calling is tended to discredit an opponent.
In this ad, Michael Ignatieff is called reckless and an opportunist.

9. 8. Plain folks
Why would people want to be considered “simple folk”?

10. 9. Shock Appeal
Advertisements with shock appeal deliberately startle and offend its audience by violating norms for social values and personal ideals.
Shock advertising is designed to break through the advertising “clutter” to capture attention and create buzz.

11. 10. Snob Appeal
Some companies brand themselves as only being for rich people. Why do you think this is?

12. 11. Testimonials
Testimonials are statements written or spoken by consumers of products. They back up companies’ claims that their products work or are of high quality.
Think infomercials or exercise programs

13. Time to Practice!
On the class handout, answer each question relating to the various media strategies.